maximizing revenue china translation
DESCRIPTION
Maximizing Revenue Per Member Through Strategy, Sales and Service - Chinese TranslationTRANSCRIPT
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Maximizing Revenue Per Member Through Strategy, Sales and Service
通过策略、销售与服务最大化单个会员收入
www.brentdarden.com
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How can you leverage existing customers into more business?
如何利用现有会员获得更多商机?
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“Ancillary” Income by definition 定义辅助收入
• Webster - “secondary, auxiliary, supplemental, additional, incremental. 字典中 - 次要的、辅助的、补充的额外的
• IHRSA - “revenue from sources other than membership dues and initiation fees.”IHRSA 的定义是除了会籍与注册费的收入
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Benchmarking “non-dues” revenue of 非入会费收入
68%
32%
Dues/ Iniation Fees Ancillary Fees
TYPICAL CLUBS SURVEYED 典型俱乐部
入会费 其他费用
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Benchmarking “non-dues” revenue at
32%
68%
Ancillary Fees Dues/ Initiation Fees
TELOS FITNESS CENTERTELOS 健身中心
入会费其他费用
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Clubs have one thing retail businesses crave...俱乐部有一种零售业需求
•Repeat Foot Traffic重复客流量
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The Impact & Influence of Incremental Sales.销售增量的冲击与影响
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Increasing revenue per member can pay big dividends. 增加单个会员
收入可以获得大量额外收入For Example: 例如Total # Members = 3,000 x Additional Revenue Per
Member/Per Month of $ 2.00 = $ 6,000 Revenue Per Month
总会员数 =3000× 每月额外单个会员收入 2 美金 = 每月额外收入 6000 美金
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Increasing revenue per member can pay big dividends. 增加单个会员
收入可以获得大量额外收入For Example: 例如
Total # “Active” Members = 1,800 x Additional Revenue Per Month of $ 10.00 = $ 18,000 Revenue Per Month
活跃会员总数 1800× 每月额外收入 10 美金 = 每月额外收入 18000 美金
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Increasing revenue per member can pay big dividends. 增加单个会员
收入可以获得大量额外收入For Example:
Total Member “Visits” Per Day = 600 x 10% “Upsell” Success = 60 Members x $ 1.50 Additional Revenue Per Visit x 30 Days = $ 2,700 Revenue Per Month
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Generating incremental sales actually helps member retention. 产生销售增量实际
可以帮助会员续费
•“ The more members spend the longer they stay!”
•会员花的越多,留得越久!
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Member Connections = Member Retention会员联系 = 会员续费
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Maximizing revenue per member through strategy, sales and service
通过策略、销售和服务最大化单个会员收入
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Lodging Industry REPVAR Strategy住宿业单个可用房收入策略
•REV =Revenue 收入
• P = Per 每个
• A = Available 可用
•R = Room 房间
REVPAR
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Generating Incremental Sales创造销售增量
• Mini Bar
• Convenient Bottled Water瓶装水
• Internet 网络Access
• Retail 零售
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Generating Incremental Sales创造销售增量
• Pay Per View Movies 观看电影
• Laundry Service 洗衣
• Phone Calls电话
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•Fitness Center Usage
•使用健身中心
•Room Service 客房服务
•Gift Shop 礼物店
•Restaurant 餐厅
Generating Incremental Sales创造销售增量
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Lessons from Cinema/ Theater Industry影院业的教训
Approximately 70% of Gross Revenue is derived from movie tickets 70% 毛利来自
票房
Profit contribution is approximately 57%
贡献利润为 57%
Cost of the product is 52% - 55% 产品成本 52%-55%
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Approximately 30% of Gross Revenue is
derived from concessions 毛利的 3 成
来自
Cost of the product is 15% - 20% 成本 15%-20%
Profit contribution is approximately 43% 贡献利润 43%
Lessons from Cinema/ Theater Industry影院业的教训
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“Something sweet, something salty, & something else” 甜的、
咸的、别的
Generating Incremental Sales创造销售增量
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Suggestive selling works暗示性销售很有用效
Generating Incremental Sales创造销售增量
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Lessons from the Fast Food Industry快餐业的教训
“Would you like to supersize that?”
您的套餐需要加大吗?
Up-selling works加量销售很有效 !
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Strategic Approach to “Added Value”创造附加值的策略
Current Customer
现客户
1Opportunity
Analysis机遇分析
3Potential Value
Adds潜在附加值
2Delivery
System(s)输送系统
4
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Current Customers
现客户
1
•Characteristics 特性
•Demographics 人口统计
• Behavior Trends 行为趋势
• Purchasing Patterns 采购模式
Step 1: Define Your Current Customers第一步:确认你的现客户
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Stay at Home Mom 家庭主妇
Retired 退休人士
Business Professionals
白领
College Students大学生
DEFINING CURRENT CUSTOMERS 定义现客户
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Potential Value Adds潜在附加价值
2• “What might our members
want/ purchase? 我们的会员想购买什么呢?
Step 2 第二步 :
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Generating Ancillary Income Through Membership Options 通过会籍选项创造额
外收入TELOS Individual Membership
Options:Basic Membership 基础会籍
$450 initiation fee 入会费 450$115 per month 每月 115Performance Membership 高级会员$450 initiation fee 入会费 450$134 per month 每月 134Performance Plus Membership 超高
级$499 initiation fee 入会费 499$285 per month 每月 285
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•TELOS PERFORMANCE PLUS Membership:
•Unlimited Yoga and Pilates Mat & Tower Classes 无限瑜伽、普拉提垫、毛巾、 课程
•$100 credit towards private sessions:100 美金私教课程–Professional Training 专业训练–MAT 地垫–Private Pilates 私教普拉提–Nutrition 营养
•Buy one get one free Massage each month ($80 value) 每月买一送一按摩
•Permanent Kit Locker & Laundry Service ($30 value) 常设配套储物柜和洗衣服务
•Two meals per month at Caesar’s Café ($20 value) 每月两餐免费•DFW Society Membership ($42 value) 州内消费场所会员卡•Four complimentary guest passes each month ($80 value) 每月张免费
体验卡•Complimentary child care 免费儿童看护•Complimentary Educational Lectures/Seminars 免费参加学习班
Generating Ancillary Income Through Membership Options 通过会籍选项创造额外
收入
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Potential Profit Contributors 潜在利润点
• Featured Service 特色服务• Professional Trainers 职业教练• Team Concept 团队理念• Systematic Approach 系统方法
• Accountability Measures责任考量
• Supportive Culture 辅助文化
Personal Training私教
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• Fee Based付费制• Affordable 价格合理• Social 可以社交
Group Training小组私教
Potential Profit Contributors 潜在利润点
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• Introductory Offer 入门介绍• Fee Based Program 收费课
程• Membership Option 会籍选
项• Private Training 私教• Non-Member Participation
非会员参与• Dedicated Space 专属空间
Pilates & Yoga 瑜伽和普拉提
Potential Profit Contributors 潜在利润点
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• Market Research市场调查
• Member Demographic会员情况统计
• Club Culture 俱乐部文化• Member & Non-
Member Pricing 会员与非会员定价
Spa & Therapy Services理疗和 Spa
Potential Profit Contributors 潜在利润点
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• Introductory Offer 入门介绍
• Diet Analysis食谱分析• Resting Metabolic Rate静止代谢率
• Registered Dietician 注册营养师
• Nutrition Coach 营养教练• Virtual Consultations
实际顾问
Nutrition 营养
Potential Profit Contributors 潜在利润点
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•Wellness Programs
•保健课程•Competitions 竞赛•Social Events社交活动•Sponsorship赞助
Programs 课程
Potential Profit Contributors 潜在利润点
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• Nutritional Products
• 营养品• Supplements 补剂• Self-Serve 自助• Location 地点
Retail 零售
Potential Profit Contributors 潜在利润点
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• Open/ Entry Space
• 开放 /进入空间• Limited Selections/
Inventory
• 有限的选择 /库存• “Trunk Shows”
• 专为某些客户举办的非公开展示
• Retail Responsibility
• 零售责任
Pro Shop 专卖店
Potential Profit Contributors 潜在利润点
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• Profitability盈利• Juice/ Smoothie Bar 水吧
• Meeting Space 会见空间
Cafe/ Conference Room
咖啡厅与会议室
Potential Profit Contributors 潜在利润点
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• Salon 美发• Anti-Aging Medicine抗老化药物
• Physical Therapy理疗• Chiropractor脊柱理疗• Martial Arts武术• Shoe Shine擦鞋• Recreational Groups娱
乐小组
Other Services/ Tenants 其他服务与租户
Potential Profit Contributors 潜在利润点
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• Kit Locker 配套储物柜• Laundry Service 洗衣• Full Locker全套储物柜• Executive Locker Room
• 专属更衣室
Possible Add-ons/ Upgrades 可能的附加项与升级Potential Profit Contributors 潜在利润点
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Strategic Approach to “Added Value”创造附加值的策略途径
Current Customer
现客户
1Opportunity
Analysis机遇分析
3Potential Value
Adds潜在附加
2
What makes sense for your club? Why?什么对你的俱乐部有效?为什么?
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Opportunity Analysis机遇分析
3 •Matches Business Philosophy?
•匹配的经营理念?•Relevant/ Add Value?相关 /增值?• Sizable?规模•Deliverable? 可实施性• Profitable? 利润?
Step 3 第三步 :
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Opportunity Analysis机遇分析
3
Step 3 第三步 :
Opportunity Analysis Calculation
Concept: _____________Potential Customers: _________Revenue Estimates: customers x price = $Expense Estimates: - Direct Cost = _____ - Indirect Cost = _____ - Overhead Allocation = _____Profit Contribution: _________
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Opportunity Analysis机遇分析
3
Step 3 第三步 :
“choosing what not to do is often more important that choosing what to do.” 选择不做什
么经常比选择做什么更重要
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Maximizing revenue per member through strategy, sales and service 通过策略、销售与
服务最大化单个会员收入
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Delivery Systems输送系统
4
• Marketing Channels市场管道
• Operating Processes运营流程
• Accounting Functions核算能力
• Staffing Responsibilities 人士职
责• Staff Training 员工培训
• Incentive Plans激励计划
• Overall Service Experience
•整体服务体验
Step 4 第四步 :
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Step 4 第四步 :
You must: Ask for the Business 你必须自己争取
Delivery Systems输送系统
4
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Step 4 第四部 : Delivery Systems 输送系统
“Begin with the end in mind” during the new member enrollment
process.从会员注册时就将业务终点牢记于心
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Member ExperienceManagers 会员体验经理
Delivery Systems输送系统
4
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Delivery Systems输送系统
4
“One Throat To Choke”专人解决客户所有不满
Step 4:
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Maximizing revenue per member through strategy, sales and service 通过策略、销售与
服务最大化单个会员收入
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Know Your Best Customers 了解你最好的客户
• Biggest Spenders 花钱最多的
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Tale of Two Members 两个会员案例John Doe: Profile资料
• Attends 5 times a week 一周来 5次• Swims/ Strength Training/ Cardio游泳/力量 /有氧• Pays monthly dues of $115 月消费 15 美金•Does not utilize any “services” or spend on “added value” offerings不使用任何服务或购买附加产品
• A “core” member known and enjoyed by staff核心会员,了解也也喜欢我们的员工
Total Annual Spent: $1,380
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Tale of Two Members 两个会员案例
Jane Doe: Profile资料• Attends 4 - 5 times/ week 一周来 4-5 次
• Personal Trains / Private Pilates Sessions / Therapy 私教 /私人普拉提课程 /理疗
•Pays monthly dues of $285 月交费 285
•Personal Trains 3x/week, Private Pilates 1x/ week, Therapy 2x/ month 一周私教三次,私人普拉提 1 次,理疗1 月 2 次
•Frequently eats in the cafe, occasionally makes Pro-Shop purchases精彩在咖啡厅吃饭,偶尔去专卖店采购
• A “core” member known and enjoyed by staff核心会员,了解并喜欢员工
Total Annual Spent: $32,000
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• Biggest Spenders
• 花钱最多的
• Long Term Members
•长期会员
• High Attenders
•出勤率最高的
Know Your Best Customers 了解你最好的客户
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•In the future we must move toward an “Experience Economy”. 未来是体验经济的时代
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Capitalize on Your Captive Audience 利用你已经俘获的观众
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Maximizing Revenue Per Member Through Strategy, Sales and Service
通过策略、销售与服务最大化单个会员收入
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